Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024)

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Research on Nongfu Spring Brand Content Marketing Strategy

Authors
Hanyang Dai1, *
1College of Humanities, Donghua University, Shanghai, 201620, China
*Corresponding author. Email: 200250330@mail.dhu.edu.cn
Corresponding Author
Hanyang Dai
Available Online 7 May 2024.
DOI
10.2991/978-94-6463-408-2_59How to use a DOI?
Keywords
Nongfu Spring; Content Marketing; Marketing Strategy
Abstract

Unlike general commercial advertising marketing, Content marketing is a special marketing tool that provides value instead of promoting products directly and has not been widely used in brand marketing. Nongfu Spring, a leader in the PRC’s bottled water and beverage industry, has been applying brand content marketing for a long time and has achieved very good benefits. Excellent content marketing cases appear in the company’s slogans, documentaries, public service advertisements, and packaging. For further study, content marketing in the company’s cases, how this content marketing works, benefits from the content marketing, and limitations and problems are discussed in the paper. Therefore, ensuring truthful and transparent content, the new orientation of contents, new forms of content expression, channel expansion, and retro come up and may be considered by the company as the suggestions of the problems and limitations. The conclusion summarizes the principles of Nongfu Spring’s content marketing strategy and affirms the success of the company’s strategy, and stresses the importance of improvement.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
7 May 2024
ISBN
10.2991/978-94-6463-408-2_59
ISSN
2352-5428
DOI
10.2991/978-94-6463-408-2_59How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hanyang Dai
PY  - 2024
DA  - 2024/05/07
TI  - Research on Nongfu Spring Brand Content Marketing Strategy
BT  - Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024)
PB  - Atlantis Press
SP  - 518
EP  - 530
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-408-2_59
DO  - 10.2991/978-94-6463-408-2_59
ID  - Dai2024
ER  -